Few books provide such a comprehensive view of examples illustrating the power of mobile marketing. And by examining the mobile shopping life cycle across six stages, readers get a tactical perspective of mobile marketing in easily digestible doses.
The book, in my opinion, qualifies academically as a supplementary reading for an MBA level program. Its appeal is limited to mobile marketing topics in social media for which it has the following advantages:
- The author clearly has an exceptional and very current grasp of mobile marketing concepts.
- Numerous examples of mobile influence are provided from brands that detail their own programs and success stories often in a personal way.
- Examples cover a broad spectrum or retail, service, B2B and high ticket item industries.
- The Mobile Shopping Life Cycle approach provides a structural format for education consistent with consumer behavior decision making models.
- The balance of brand testimonies, global perspectives and technology feasibility assessments bolsters the credibility of the book’s insights into future mobile marketing possibilities.
- The organization of the book around the six stages of mobile influence provides a certain degree of intrigue and even engagement as readers feel a sense of accomplishment completing each stage.
What keeps the book, however, from qualifying as a primary text for MBA social media courses is the following.
- As much as the statistics on mobile usage and segmentation adds to data credibility, its overuse often distracts the reader’s train of thought.
- Without any diagrams or visual displays of the discussed mobile concepts, I found many concepts open to interpretation or difficult to visualize.
- Although the buyer journey orientation adds to readability and understanding, a lack of exercises, templates. process mapping and planning tactics makes it difficult to construct assignments or group exercises around the discussed topics. In essence, the book lacks a problem-to-solution orientation the lends itself to mobile planning development.
Overall Evaluation of Social Media Book
Category: Recommended supplementary reading for social media marketing course at MBA-level.
So what is your take on this book being qualified for higher education? Please share your own criteria or what disagreements you have with this book’s academic influence.